By Hannah Bowler It’s been a year full of weird and wonderful brand collaborations, TikTok-obsessed marketing, a few PR disasters, oh and a global recession. We round up some of the most-read brand stories of 2023. Once again, brands stayed close to viral trends, spinning out campaigns from social listening and jumping on bandwagons. While social teams may have cracked the TikTok formula, 2023 has seen some intense social media backlash too. Away from social, 2023 has seen the rapid growth of emerging categories like low or no alcohol, gut health and newly legal intoxicants. And the demise of retail stalwarts like Wilko Read full story › Source: The Drum...
Read MoreBy Kendra Barnett From the demise of X under the leadership of mercurial billionaire Elon Musk to a landmark Google antitrust case, the question of Threads’ viability and the promise of the merger that is Max, these are the stories that defined the media landscape in 2023. It’s been a landmark year for media and adtech news. Here are some of our highlights. ‘That bird is dead’ – how a year of Elon Musk tanked Twitter’s ad business It’s been just over a year since billionaire Tesla executive and provocateur Elon Musk acquired Twitter – which he’s rebranded as ‘X’ – for $44bn, Read full story › Source: The Drum...
Read MoreBy Hannah Bowler In 2023, CMOs had to adapt to budget pressures, become AI gurus, get down with Gen Z TikTok trends and do even more number crunching. Few people can do all those things; here’s how the role evolved. We’ve taken a deep dive into some of our most interesting interviews of 2023 to pick out learning to take into the year ahead… 1. Actually finding a use for AI When the conversation on AI exploded, we caught up with Nestlé’s senior vice-president and global chief marketing and digital officer, Aude Gandon, on how she used AI to transform its digital advertising. Read full story › Source: The Drum...
Read MoreBy Amy Houston Advertising legends such as Vicki Maguire, Nils Leonard and Jo Wallace told us about their lives and careers while sharing some advice for fellow creatives. Our My Creative Career series launched just over a year ago, and in that short time, some of adland’s brightest stars have sat down and told their stories of successes, failures and the tough journey to the top. With decades of experience between them, each creative had a unique take on the industry. Uncommon’s Nils Leonard told us the importance of finding like-minded crews, moving fast and making yourself famous, Havas London’s Vicki Maguire stressed Read full story › Source: The Drum...
Read MoreBy Ellen Ormesher From Make My Money Matter’s sinister ‘Oblivia Coalmine’ to Greenpeace’s (tiny) stadium-sized oil spill, The Drum’s senior reporter Ellen Ormesher spotlights some of the year’s best ads about the climate crisis. 2023 was the year that climate communications came into its power. For years, creatives and campaigners alike have struggled to hit on a tone and style that conveys the urgency of our climate crisis while speaking to the public in a relatable – and crucially – non-condescending way. Some are beautiful, some are funny, and some are downright gross. But they’re all creative and all showcase what can happen when the Read full story › Source: The Drum...
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